Background

AKvertise is a boutique marketing agency based in Los Angeles. They offer a range of tailored social media advertising solutions to startups, SMBs, non-profits, and large brands. One of their clients is Indow Windows, makers of custom-designed window inserts that reduce drafts, increase energy efficiency and improve sound proofing in homes.  
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Challenge

The key challenge was to expand reach and visibility across the US to new potential customers that were adversely affected by cold drafts, with ads promoting heat retaining inserts. A second challenge was to re-engage retargeting audiences who had not yet converted, at those moments when cold weather was top of mind.
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Objective

There were two primary objectives - brand awareness for the prospecting campaign and conversions for the retargeting campaign.
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Strategy & Execution

For the prospecting campaign, AKvertise wanted to bring brand and product awareness to areas around the United States that were experiencing temperatures below 35 degrees Fahrenheit. Each ad set was composed of high value customer lookalikes in some of the historically top performing zip codes. For retargeting, AKvertise applied the same weather targeting parameters to an audience comprised of website visitors, broken out by various state groupings. The campaign was initially run for the duration of the winter months.

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Results

The campaigns achieved exceptional results, delivering an increase in CTR, a lift in lead volume, a decrease in cost/lead (CPL), and improved CVR.

“We were able to drive more leads at lower costs through our weather targeted campaigns. The prospecting awareness campaign brought in leads at our CPL goal while retargeting brought in leads 40% lower than our CPL goal, which was fantastic. Plus, retargeting lead volume was up and we may not have acquired these leads and at these costs across upper and lower funnel campaigns if we could not have targeted by current cold weather."

- Akvile DeFazio, Founder, AKvertise